苹果:此前转型与成功的逻辑分析

Apple's Transformation and the Logic behind Apple's Success

乔布斯时代的苹果公司以其独特能力在全球创造了巨大的市场,获得了极大的成功。本文从苹果成功转型的实践出发,结合相关理论以全新的观点,全面深入探讨苹果成功背后的决定因素。这些因素包括:苹果重新选择了乔布斯,乔布斯富于创新精神,是天生的企业家;苹果通过产品创新创造市场、引导市场;苹果产品研发跨越了多重技术领域,其应用跨越了多个产业领域,是跨产业升级的典范;苹果立足全球整合资源,创造新的商业模式;苹果不断创新,集成创新,围绕核心技术构建战略性资产;苹果的利润—成本策略获取四大经济效率:范围经济性、规模经济性、速度经济性与网络经济性;苹果产品具有全球性产品的特点,受到不同文化的欢迎。本文最后讨论了苹果案例对于企业转型升级的理论研究价值与苹果所面临的挑战。

Apple,under the reign of Jobs, has created a huge market and achieved great success around the world. Apple is no longer the mobile phone manufacturer and computer manufacturer that used to be. Apple has a- chieved inter-sectoral upgrading and promoted industrial development with its R＆D process and products integrating technologies and applications from multiple fields and sectors. Although Apple has begun facing huge challenges from competitors,it is still a good case for us to study enterprise transformation and decisive factors to enterprise success. This paper, based on a review of related studies and theories and Apple＇s successful transformation, examines the determinants of Apple＇s success. The result shows that the following seven factors are essential to Apple＇s suc- cess. （ 1 ） Apple obtained Jobs once again, who is an extremely imaginative and creative entrepreneur. Jobs＇ emphasis on innovation and his excellent leadership help Apple to become the leader in the industry. （2）Apple has created market and directed consumption trends by introducing new products. Apple＇s product innovation is of clean and simple design style, so that a range of Apple＇ products have won the favor of consumers and received popularity in the markets. （3）Apple is a typical example of inter-sectoral upgrading with products integrating technologies and applications from multiple fields and sectors. Apple has revolutionized six industries including personal computer, animated movie, music, cellphone, tablet computer and digital publishing. Besides, Apple has reconfigured the pic- ture of the retail industry. （d） Apple has created a new business model to integrate global resources. Through in- tegrating and utilizing global resources and creating brand-new business model of ＂products ＋ services （including contents） ＂,Apple has established its unique competitive advantages. （5）Apple has built up strategic assets around core technology through relentless internal innovation and assimilation of external innovation. Apple＇s innovation is a kind of integrated innovation that contains technological innovation, product innovation, process innovation and busi- ness model innovation, which maintains its unique brand personality, creates its superior brand value and forms its strategic assets. （6） Through inter-sectoral upgrading , Apple obtains economies of scope, scale, speed and network, which brings immeasurable economic benefits for Apple and provides preconditions for Jobs to build a long-lasting enterprise. （7） Apple＇s products have features of a global product and are popular with people of different culture. In the fourth part, we have a further discussion about the vides a basic analytical framework for inter-sectoral upgrading. logical resources are put into several industries through implications of Apple＇s case. Apple＇s success pro- Apple＇s development pattern is that several techno- the application and allocation of one enterprise, which makes the space of enterprise upgrading broader. In the final part, we also consider the challenges that Apple is facing now. To begin with, Apple＇s overwhelming advantages have been weakening gradually since the high profit of its products has attracted many competitors to launch similar products. Next, how to keep and promote Apple＇s brand image and customer loyalty after Jobs＇ death is a challenge to Apple. In addition, consumers and investors begin to lose faith in Apple because of the lack of innovation of its new products. Last but not the least, Apple＇s exploitation of its contractors, its disregard for the environment and its after-sales service issues in Chinese market have been condemned recently. As a world-class enterprise, Apple should take its commercial and social responsibilities actively.